How to Integrate Traditional & Digital&nbspMarketing

The author's views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

It's October 26, 1985. The top song in the United States is Whitney Houston's "Saving All My Love for You." The top weekend movie at the US box office is "Jagged Edge," starring Glenn Close and Jeff Bridges. And Marty McFly was about to travel back in time in "Back to the Future."

(photo: Back to the Future Day)

Yes, for any Mozzers who do not know, Back to the Future Day—the exact date when Marty went to the future in the sequel to the original film—is today!

Also in the mid-1980s, the Internet was largely confined to the US military and large higher-education institutions. Most marketing at the time, of course, occurred via print, magazine, TV, and radio mediums and channels in what is now often called "outbound marketing."

Why, then, is this relevant in 2015? One problem in digital marketing is that many digital marketers do not have much education or experience in traditional marketing and communications. If you mention the 4 Ps or ask about the promotion mix at most SEO conferences, you'll probably receive blank stares in response.

It's important to know what marketers did before the Internet because many of the strategies that had been developed and honed since the early twentieth century are still applicable today. So, to help the community, I wanted to give a high-level overview of traditional marketing and communications and then provide discussion topics for the comments below, as well as actionable tasks for readers to start integrating traditional marketing principles into their digital strategies.

By the end of this post, you'll have a solid sense of the following:

What is the difference between marketing and communications?

What is the integrated discipline "marcom?"

What are the 4 Ps?

What parts comprise the promotion mix (within the 4 Ps)?

When should I do outbound and inbound marketing?

How do the Internet and digital marketing fit into all of this?

What about SEO, social media marketing, content marketing, growth hacking, and linkbuilding?

What actionable things can I do?

Why did Marty McFly's mom and dad not recognize him from the 1950s when he had grown into a teenager in the 1980s?

This post is related to an earlier Moz post of mine on the marketing department of the future—I will address the connection between the two essays below. I hope you're excited! Where we're going, we don't need roads—just a little bit of time.

The point is that no marketing strategy or tactic is always best for every purpose, product, brand, or industry. Sometimes TV advertising should be a part of the promotion mix; sometimes not. Sometimes content marketing is the best way to go; sometimes not. Sometimes modern "inbound" methods deliver the greatest value; sometimes it's traditional "outbound" ones. More on that below.

Here, I wanted to take us back—back to the past to show the future where we have been, why it matters, and how we should incorporate it into digital marketing.

A full list of resources is provided at the end for those who wish to learn more.

The marcom workflow

This flowchart is a high-level overview of the step-by-step process that I will describe in detail below. For those who want a quick summary, here is the workflow that marcom executives typically use:

List all of the external audiences with whom your company communicates

Remember that current and potential customers are just one of your audiences

Determine the specific messages that you want to communicate to each "public" based on your audience research and buyer personas

For customers:

Establish product-market fit

Decide on a pricing strategy

Choose how you will prioritize direct marketing, personal selling, advertising, sales promotion, and publicity in your promotion mix in general and then allocate your resources accordingly

Determine which online and offline communications channels you will prioritize within your promotion mix and then allocate your resources accordingly

Return to steps 3–8 as necessary and adjust to attempt to maximize revenue, sales, ROI, or any other metric based on your business and marketing goals

Marketing vs. communications

Traditionally, marketing and communications had been entirely different functions that each had their own departments. Marketing focused on issues such as customers, sales, and brand awareness. Communications (often called public relations or external relations) dealt with everyone else in the outside world with whom the company interacted, such as the government, community, media, and financial analysts.

In other words, communications (another word for PR) as a whole is the act of communicating with any relevant external group of people. Obviously, companies would usually not want to say the exact same thing to customers, influencers, the media, the government, and the local community.

Today, however, more and more companies are combining Marketing and Communications under a single department (often called "marketing communications" or "marcom") to become more efficient and ensure that all messages are consistent among all audiences and across all channels.

The key to understand: Publish and transmit unified, integrated messaging on and across all online and offline marcom channels including websites, social networks, advertising campaigns, online content, news releases, product brochures, and sales catalogues.

SEO pro tip: When relevant, include your desired keywords—using natural language rather than keyword stuffing, of course—in your messaging everywhere (for the co-occurrence benefits; websites seem to rank more highly for search terms when links to those sites appear on pages that also mention those terms!).

Remember:

Communication is one person speaking with another. Marketing is one type of communication.

The 4 Ps in traditional marketing

In a unified marcom strategy, all of a company's audiences need to be included strategically. However, because Moz's readers focus mainly on marketing rather than PR, I will focus the rest of this essay on "customer relations" (or "marketing") specifically.

After creating the overall marketing messages that a company will communicate to current and potential customers, the next step in traditional marketing theory is to focus on the 4 Ps: product, price, place, and promotion. (Note: This process is not set in stone. Sometimes the 4 Ps will be determined before the overall marketing messaging is decided.)

Product

Not a bad product!

Product strategy, according to Study.com, is essentially maximizing product-market fit—the degree to which a product or service satisfies the demand for it. In the modern, inbound world (and most specifically in terms of SaaS products), product strategy has been rebranded as "growth hacking." For those who are interested, Ryan Holiday goes into more detail in "Growth Hacker Marketing."

2. Get a core set of early testers/users to establish product-market fit. Show them the MVP and quiz them on what they like, what they don't like, what would be more useful, and what is not necessary. Revise the product and get more feedback, revise the product and get more feedback to have a product that is constantly improving.

3. Incorporate sharing and growth naturally in the product. Push new users to refer friends for a discount. Put social sharing buttons inside the user dashboard.

4. Experiment with the different ways to get "traction" to see what gets the most users quickly at the lowest cost. It could be advertising, organic traffic, media coverage, or any other potential marketing strategy.

Once you have established product-market fit, how will you communicate the value that the product provides on all online and offline marcom channels, including websites, social outlets, advertising campaigns, online content, news releases, product brochures, and sales catalogues?

Price

Thankfully, this ended up not happening.

Pricing strategy is not only a purview of the finance department—it is also a part of marketing. If, for example, a company wants to earn $100 in revenue, it can sell one "widget" for $100 or 100 "widgets" for $1 each. Each tactic requires a different marketing strategy.

A high price communicates high value and rarity (think about the high prices of diamonds, which are essentially shiny, useless rocks marketed to rich people) while a low price shows affordability and availability (think about Walmart and its value-based marketing to the less-rich Everyman). In a marketing context, the pricing strategy will also need to take into account items such as the size of the market, the cost to produce the product or service, the level of competition, the economics of the target market, and whether the company wants to market itself based on quality or value (or perhaps both).

Once you have decided on your pricing strategy, how will you incorporate that element into online and offline channels, including websites, social outlets, advertising campaigns, online content, news releases, product brochures, and sales catalogues?

Place

Distribution (how Place is now known) is the decision on how to transmit a product to customers. It might be setting up a lemonade stand on the corner, using franchisees, or mass producing widgets and then selling them to intermediaries, who then resell them.

In the Internet Age, when products and services can distributed, purchased, and consumed or used almost immediately from anywhere, this traditional part of the 4 Ps is becoming less important.

Promotion

One way to promote yourself is to get in the mass media.

Promotion is "raising customer awareness of a product or brand, generating sales, and creating brand loyalty."

Promotion is also the most complex part of the 4 Ps because of the decisions that marketers make when deciding which methods are the best ways to achieve those three goals. The promotion mix has always consisted of five elements: direct marketing, sales promotion, personal selling, advertising, and publicity. Based on the product, industry, goal, and target audience, each element is given a different weight and priority both online and offline.

The promotion mix

For a second, forget about "SEO," "content marketing," "social media marketing," and the other terms that are frequently used among digital marketers. Here are the five elements of the traditional promotion mix described in specific detail.

I will use specific definitions from my old MBA marketing textbook ("Principles of Marketing" by Philip T. Kotler and Gary Armstrong) because, as I will explain below, how we define our terms greatly affects our marketing success.

Advertising

Advertising is "any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor." Advertising "includes broadcast, print, Internet, outdoor, and other forms."

Personal selling

Personal selling is "personal presentation by the firm’s salesforce for the purpose of making sales and building customer relationships." Personal selling "includes sales presentations, trade shows, and incentive programs."

Sales Promotion

Sales promotion is "short-term incentives to encourage the purchase or sale of a product or service." Sales promotion "includes discounts, coupons, displays, and demonstrations."

Publicity

Publicity is "gaining public visibility or awareness for a product, service, or your company via the media."

To learn more about publicity, read "The Father of Spin," a biography on the person who essentially invented the practice in the early-twentieth century. As described in Amazon's description, he did "publicity campaigns for American Tobacco, Ivory Soap, United Fruit, book publishers, manufacturers of eggs and bacon, and the platforms of presidents from Coolidge to Eisenhower." (Marketing can be done for good or evil ends—I will leave the choice up to the readers.)

Creating the best promotion mix

The chart above presents an overview of the uses, benefits, and drawbacks of each element of the promotion mix. Answering some of the questions below can help to determine which of the following are relevant to one's marketing goals and show companies to allocate resources to each element appropriately.

I need to introduce a new product to a new market (advertising)

I have a product that’s under attack by competitor’s products, and I need to retain my current customer base (sales promotion)

I have a product that is highly specialized, technical, or expensive (personal selling)

I need to correct false impressions or counter false claims made about my product (publicity)

I need to create greater brand awareness of my product (advertising)

I need to communicate new features to increase consumption by present customers (direct marketing)

I have a product with a long sales cycle (personal selling)

I need to generate more "buzz" or word-of-mouth business (sales promotion or publicity)

I need to build a new image and reposition my product (advertising)

Companies will generally allocate different weights to each part of the promotion mix based on how they answer these types of questions. Here is an example from the Edward Lowe Foundation, a US non-profit organization that helps to encourage local entrepreneurship:

Whichever elements you choose, how will you incorporate them into your desired online and offline channels, including websites, social outlets, advertising campaigns, online content, news releases, product brochures, and sales catalogues?

Don't get distracted by buzzwords

Now, I have been discussing external communications, the 4 Ps, and the promotion mix—all of which have been used by traditional marketers since before the Internet had even existed. But why is this important to digital marketers today?

In my earlier Moz essay on the integration of PR and SEO (from when I was working for an agency), I explained the traditional communications process in this manner:

Here's what I had written at that time:

A sender decides upon a message; the message is packaged into a piece of content; the content is transmitted via a desired channel; and the channel delivers the content to the receiver. Marketing is essentially sending a message that is packaged into a piece of content to a receiver via a channel. The rest is just details.

The Internet is just a new set of communications channels over which marketing promotional mixes are executed. As Kotler and Armstrong note in my old textbook (emphasis added):

As noted earlier, online marketing is the fastest-growing form of direct marketing. Widespread use of the Internet is having a dramatic impact on both buyers and the marketers who serve them. In this section, we examine how marketing strategy and practice are changing to take advantage of today’s Internet technologies.

The myth of "social media marketing"

I think I see Friendster and Orkut in there.

There is no such thing as "social media marketing" as a thing unto itself. (Please notice that I put that phrase as a whole in quotes.)

Take the Lexus Back to the Future hoverboard's Facebook page. All of the posts that are gaining likes, comments, and shares are not examples of "social media marketing"; by definition, it is "publicity" (via an online channel) because it is "gaining public visibility or awareness for a product, service, or your company via the media."

If I export a list of people who mention "widgets" on Twitter and then tweet to each person to sell them widgets, that is not "social media marketing." By definition, it is doing direct marketing (via an online channel) because I am establishing "direct connections with carefully-targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships."

If I respond to customers who are asking questions on Facebook or Twitter about how my company's product works, then I am not doing "social media marketing." Obviously, I'm doing customer support.

"Social media" is not a marketing strategy. Social media, just like the telephone, is a communications channel over which marketing, PR, customer support, and more can all be performed. After all, there's no such thing as a "telephone strategy."

Why words matter

As a former journalist, I take pride in being very precise with language because it is always important to communicate ideas 100% accurately, fairly, and objectively. Within the articles that I contribute to the digital marketing community (and sometimes in the comments on others), I often discuss the definitions of terms because being precise with our language is the best way to help all of us do our jobs better.

If you want to integrate traditional and digital marketing—or, to be more accurate, if you want to market over digital channels—here are some examples of what to do:

Stop studying "social media marketing." Start studying the best practices in "direct marketing," "customer support," or any other desired activity and then apply those ideas whenever you use social media channels. In the coming years, publicists, customer support representatives, and others will naturally incorporate social media into their existing functions. "Social media" is not going to be a job unto itself.

Stop studying "linkbuilding" and "doing content marketing to earn links." Start studying the best practices in "publicity" because 99% of natural, quality, and authoritative links come as natural by-products of getting the media, bloggers, and people in general to talk about you online. The same principles of publicity apply regardless of whether I am using the channel of the telephone, e-mail, or social media when communicating with the media.

Start studying the best practices in personal selling and sales promotion, and apply those principles whenever you do personal selling or sales promotion over digital channels.

Selecting the channels for your promotion mix

What channels would the makers of "Back to the Future" use to market the film in 1985 compared to 2015?

After you have decided upon your communications messages, determined the 4 Ps, and selected your promotion mix, only then is it time to select your channels by answering these questions:

Can our audience be best reached online or offline (or some degree of both)?

Based on the answer to the first question, which channels within each category should we use? (For example, the offline channels of TV, radio, newspapers, or magazines, or the online channels of advertising networks, social media, or online communities?)

The rule of thumb is to "go where the target audience lies"—whether it's online or offline or both—but it's more complicated than that. Channels themselves have their positives and negatives. Here are some examples based on executing the promotion mix online or offline:

Direct marketing: Is it best to grow an e-mail list, to run searches on Twitter to isolate groups of people who are interested in what you offer, or to send a sales catalogue and track who purchases products? The answer will be different for everyone based on the audience.

Personal selling: If you're selling, say, diamonds or expensive enterprise software, fewer people might buy following a Pinterest campaign compared to using the telephone or even meeting someone in person.

Sales promotion: Offering quick discounts needs to convey a sense of urgency, so it's important to use channels that will reach audiences immediately. Therefore, it makes more sense today to use mobile marketing over snail-mail, for example.

Publicity: Traditional and digital PR are increasingly two separate entities. As I explained in a Moz post on PR 101 for digital marketers, publicity in the past has focused on writing pitches, creating media lists, and pitching reporters and bloggers on a story. However, gaining attention for a company today may require using Facebook, Twitter, and other social media networks to ensure mass exposure to a creative campaign.

Now, I understand that Moz's audience is focused almost entirely on digital. But digital is not always the answer.Take this question from Hoffman, the retired ad agency CEO:

First, I want you to think about your refrigerator.

Think about all the stuff that's in there: The cheese, the eggs, the juice, the jelly, the butter, the beer, the mayonnaise, the bacon, the mustard, the frozen chicken strips...

Now think about your pantry. The cereals, the beans, the napkins, the flour, the detergent, the sugar, the rice, the bleach...

Now answer these questions:

Do you "share branded content" about any of this stuff? Do you feel "personally engaged" with these brands? Do you "join conversations" online about this crap? Do you ever "co-create" with any of these brands? Do you feel like you are part of these brands' "communities?"

Now answer me this: If you don't, why in the f------ world do you believe anyone else does?

The specific product and industry is important to keep in mind while selecting channels. Big consumer brands usually benefit the most from traditional channels. After all, Pepsi lost a lot of money when it moved all its ad spend from TV to social media. SaaS products, in one example, might be completely different. Again, the key is to test to see what works.

The rest of the marketing process

The 4 Ps, promotion mix, buyer personas, and channel research are only the strategic first-half of the marketing process. As I explained in my earlier essay on the marketing department of the future, the rest of the process consists of creating online and offline marketing collateral and content, transmitting it to the audience, and then auditing the results.

Transmission & audit

The next step is to transmit the creatives to the audience over the selected online or offline channels.

Once a full marketing campaign has been executed, it's time to audit the results. A company might find, for example, that a combination of offline advertising, online direct marketing, and a combination of online and offline publicity works the best. Or it could be something else entirely. The only way to know is to test.

A hypothetical example

Here are four examples—one hypothetical and three real ones—of the different ways that traditional and digital marketing strategies can be integrated.

Moz sells, in part, "SEO software." Say SEOmoz (as it was called in the beginning) had been launched in 1995. There would be little keyword volume for "SEO software" for this reason: No one knows that "SEO" exists in the first place, so there would obviously be no demand for "SEO software" specifically. Moz would probably have had only one customer—Danny Sullivan. :)

So, in such a scenario, if I were to sell SEO software in 1995, I would first do a PR and advertising campaign to generate awareness of SEO in general and SEO software specifically. I'd bet that search volumes would increase in due time. Then, once people know that both things exist, then you can start to capture prospects and move them down the funnel via inbound marketing.

"Outbound marketing" and "inbound marketing" will always be needed because outbound marketing creates demand while inbound marketing fulfills demand. In my opinion, studies that purport to show that inbound marketing is always better than outbound marketing only tell part of the story. If traditional, offline advertising is so ineffective, they why do I still see thousands of ads everywhere I go every day?

Three real-world examples

An American pizza restaurant

As I once explained in a BrightonSEO talk (see a summary with slides on my website), a small pizza parlor in Philadelphia got the best results—a lot of brand awareness, hundreds of high-quality links, and thousands of Facebook "likes"—by thinking not about "SEO" or "social media marketing" or "content marketing," but rather good, old-fashioned "publicity" within the promotion mix.

The local business—whether intentionally or not—got a lot of local news coverage by allowing people to "pay it forward" by purchasing slices to give to people in need. The news coverage snowballed into national coverage in the United States and the business owner appearing on the talk show "Ellen."

The pizzeria did not produce one piece of "content," or even have a blog at all. For most small, local businesses (especially restaurants), I'd invest in a good, creative publicist over "content marketing" any day. Still, it's crucial that one's marketing toolkit contain every potential strategy and tactic because different promotion mixes work best for different companies and industries.

Pizza Hut Israel

Yes, I've got a soft spot for pizza.

While I was writing this post here in Tel Aviv, I received this e-mail and saw this Facebook post:

(That's Pizza Hut Israel selling a pizza with a crust made of bite-sized pieces filled with cream cheese.)

Now, what is this? It's not "e-mail marketing" or "social media marketing." Pizza Hut here had decided to do a sales promotion via the channels of e-mail and Facebook. It was the company deciding upon a certain promotion mix (likely for the reasons described above) and then choosing to execute that promotion over the channels of e-mail and social media.

Logz.io

In another example, we at Logz.io offer predictive error detection in our ELK-as-a-service cloud platform for DevOps engineers, and we have found that the best results for us come from a combination of personal selling and publicity.

Again, every company and industry is different. It's important to test every possible promotion mix to see what delivers the greatest ROI for you. Within the marketing industry, there are many self-interested parties that advise one promotion mix or another. The best thing to do is to test everything and see for yourself. I hope these three examples will help to get you thinking.

Now, where's SEO?

I've discussed my opinions at length in the other essays of mine to which I've linked here, so I will just summarize here so I will not always repeat myself: "SEO" is now technical and on-page optimization. The more that one understands traditional marketing, the more that one sees that (good) "off-page SEO" tactics are really just doing good traditional marketing. Almost any "off-page SEO" tactic that anyone can name is simply direct marketing, sales promotion, personal selling, advertising, or publicity by another name.

The reason it is important to understand this concept is that, as Google's algorithm becomes smarter and thinks more and more like a human being, it's becoming imperative to think more and more about building a brand among people over the long term rather than chasing an algorithm and directly trying to get high rankings in the short term. To help the community, my goal here is for SEOs to stop thinking so much about SEO specifically and to think more about marketing. After doing all of the needed technical and on-page SEO, the best results—higher rankings, greater backlinks, and more engagement—will come simply as by-products of building real brands that have a lot of authority and engagement.

Today, this is what will happen if you try to manipulate, outsmart, or otherwise chase Google's algorithm:

Summary

If you've read this far, I'm glad that you found my thoughts to be interesting! I'll leave you with this final idea:

How would you market yourself if the Internet didn't exist? Answer that, and it'll help your online marketing too.— Samuel Scott (@samueljscott) August 25, 2015

Complete List of Resources:

Principles of Marketing by Philip T. Kotler and Gary Armstrong (textbook) (pro tip: buy a prior edition for a lot cheaper than the new edition)

A former journalist, newspaper editor, and director of marketing and communications in the high-tech industry, Samuel Scott is now a global marketing speaker and writer of the regular “The Promotion Fix” column in The Drum in which he discusses integrated traditional and digital marketing. Follow him on Twitter and Facebook.

Wow! This thorough framework helps us see the forest... As a hyper-specialized practitioner I thank you for your work in connecting modern efforts with their roots... it helps to look beyond my single tree :) This is the kind of piece I can reread many times and have new ideas.

Your concept of Audiences stood out too - they are multiple and I feel like audiences beyond just the customers are generally overlooked.

Thanks for the comment -- I'm really glad that you liked my article! Yes, too many companies forget that there are many external audiences with whom they need to communicate, and each one needs a strategy.

Great piece Samuel. To think there's so little difference in traditional marketing, and the only thing changed is the platform. Oh and the pizza hut photo looks so delicious, and I'm craving for it now like crazy.

Hi Samuel, The first is that the post was working well, I have many years working in marketing, advertising and the last 5 years learning and updating daily my knowledge in online marketing but it is the first time I read a very good post that summarizes the most important thing about marketing in general. Congratulations!!!

Your post is very explicative and funny, you have a good sense of humor!. The digital commerce nowadays are growing up making strides, merge the two is a great idea to succeed in your business or website.

reminds me of Burma Shaving Highway campaigns. I am completely agree with you. Every business needs particular strategy for their different products/services . And yes,many of the companies are not targeting external sources. Thank you for this informative content.

1) I'm pretty onboard with the idea that SEO should be relegated to mostly on-site and technical tactics, and that as Google progresses, they look for general inbound marketing signals.

2) Something I've been thinking about lately after working more broadly on all marketing with clients is represented in your examples well. The fact that different companies at different stages in their life will want to emphasize some tactics over others. Have you seen a good graph/tool/guide for plugging in what industry your company is in, what stage in their lifecyle they're in, and what channels the company should start with?

Have you seen a good graph/tool/guide for plugging in what industry your company is in, what stage in their lifecyle they're in, and what channels the company should start with?

This is such a huge question that it deserves its own post! But I can offer a few thoughts. Since a lot of Mozzers work for SaaS companies, I'll use that example.

At the beginning stage, companies need users and revenue (sometimes to get a funding round and sometimes to become profitable after a funding round). So, they would likely need a combination of advertising, publicity, and growth hacking. When competitors arise at later stages, they might need sales promotions, direct marketing, and retention efforts.

However, I can only say that there's no easy answer. It depends on the product, the industry, and a lot more. Every situation is different -- it's why I always recommend that people test every option to see what works for them.

No matter what your "promotion mix" is as a company, there are certain elements that should remain consistent. In this day and age, having a web presence is extremely important. For example, even if SEO, content marketing and social media aren't at the forefront of your campaign, they still need to be done because the more consistent you are over the long term, the better off your company will be. Each company needs to come up with an overall marketing strategy that is tailored to them while also taking into account that certain things do need to remain consistent. You can't avoid that every company needs to have a well-developed online presence.

For example, even if SEO, content marketing and social media aren't at the forefront of your campaign, they still need to be done because the more consistent you are over the long term, the better off your company will be.

Thanks for your comment! But I must respond to your question with a question: What precisely do you mean by "content marketing"?

Specifically: If you say "content marketing" to mean publishing and publicizing blog posts and by-lined articles on one's website and elsewhere, then your point is not correct. My post contained a specific example of a restaurant that received a lot of publicity, links, social followers and sales through doing a publicity campaign that got a lot of media coverage. They have never published one piece of "content" anywhere. They don't even have a blog.

"Content" is not always the answer partly because it's a cliched word that does not communicate anything specific. All creatives and marketing and sales collateral are "content." Every page on a website is "content." All print and offline advertisements are "content." Every TV show is "content." "Content" is just that which communicates a message over a channel. "Content" is the "Seinfeld" of marketing terms because it's a word about nothing. We need to be more precise to communicate exactly what we mean.

You can't avoid that every company needs to have a well-developed online presence.

With all due respect, I think you think that because you are the president of an SEO / linkbuilding / content / social agency. Your business depends on people thinking that way, so you cannot be objective. But as I mentioned in my restaurant example, I'd hire a creative publicist for a restaurant over a "content marketer" any day. Every business is different and needs different marketing and promotion mixes.

Regarding your point about not avoiding companies that need to have a well-developed online presence. That is your opinion (hiring a publicist over a content marketer). Every business is totally different, so it could very well be a restaurant chain (in that case both are needed) vs a small restaurant (which if they have budget both in my opinion both are still needed).

Good article with right intent with some wrong ideas. Do you think that SEO's really solves links or better ranks only? Oo! I was always thinking were doing website better place for people, optimised for bots, wrokign har don CR, etc.. Online strategy should solve people (and their intent, problems, etc.) all across the online funnel (awareness, exploration, consideration, conversions, relationship, retention) while "traditional mix", can hardly do first three step (awareness thru media coverage, cannot reach whole target group for most of the brands). In first three steps if you are not going to combine traditional mix with online tactics and strategy you will loose, coz they do better efficiency and help your publicity to get visitor on another step in funnel or be satisfied visitor, follower etc.

And I am not talking here about data, analytics that they online perform way better and we can easy get higher ROI in online vs just "traditional mix". Just publicity is expensive and unefficient way to go.

"... estaurant that received a lot of publicity, links, social followers and sales through doing a publicity campaign that got a lot of media coverage. They have never published one piece of "content" anywhere. They don't even have a blog."

That means they achieved something (also some online results), but if they can do both they can earn much more for same value if they not do only "publicity". Beacuse if they have for exampe great blog, with nice content they can build up an relations ship or offer a added value for visitors and they can probably share the great content with another people. If you have a online communication you can easy combine content, promotions on social media and traditional media coverage. What you are trying to say with your example, that for reaching online goals you don't need to do SEO and CM, and "traditional mix" is enough. That's wrong.

"... pizza parlor in Philadelphia got the best results—a lot of brand awareness, hundreds of high-quality links, and thousands of Facebook "likes"—by thinking not about "SEO" or "social media marketing" or "content marketing," but rather good, old-fashioned "publicity" within the promotion mix."

Of course they did it with "traditional mix", but they will perform way better when they do proper social media communication, SEO and other important parts of online strategy that "traditional mix" cannot cover (they not only get likes and links, coz this are not a real metrics). SEO is not about getting links (it is just a very small part)

SEO is solving what visitors are doing on your website and how they perform with your real goals like signups, content consuption, find informations they need, relationship with customer, perform well vs. competition, onsite issues, ux, ui, lower bounce rate, higher conversion rate, etc. Tell me now how you gonna do this with just "traditional mix".

Likes?! Who is talking about likes in 2015?! Let's talk about target audience we reach via Facebook Campaigns, or what we offer our new fans from media (maybe younger people whom have different habits)

This was just two examples from really wide options that online offers. you'll have to solve how people act, how to communicate with them via newsletter, social media, online media, web, campaigns, microsites, atd. You'll have to use the advantage of analytics, content, SEO, UX, UI etc. I would mention too, that you can get way more online for the same money used only for "publicity". I would also say each of these areas has own KPI, and each KPI got totally different goals that we can achieve with different tactics. Publicity is great addon, but should not be the only activity we do.

How about local targeting via Google or Facebook? How about people whom not consuming traditional media? Did you heard about that ou use your article from media coverage on you social and promote it n local area and if in articles is some added value you can easy reuse it and share it via blog, to get more from the same content and extend PR results?

"The pizzeria did not produce one piece of "content," or even have a blog at all. For most small, local businesses (especially restaurants), I'd invest in a good, creative publicist over "content marketing" any day."

What a sad story thet didn't create a signle piece of content! That pizzeria could save up some money and get way more. From 2009 I was working on both "traditional" campaign, online campaings and mixed. Best performing were campaings that combines both, but very important decision is how to spent budget on activites to deliver for the client best ROI (As you mentioned, depends on indrustry, company, comptetition, etc.).

Online strategy should solve people (and their intent, problems, etc.) all across the online funnel (awareness, exploration, consideration, conversions, relationship, retention) while "traditional mix", can hardly do first three step (awareness thru media coverage, cannot reach whole target group for most of the brands).

Apple is the most valuable company in the world, and they built themselves with these two things: great UX and great print and TV advertisements. Traditional advertising can certainly be the best way to go (depending on the product and industry).

Just publicity is expensive and unefficient way to go.

People don't understand publicity. Everyone thinks its going out and hiring an expensive PR firm or agency. Nope. It can be very cheap -- you just have to be creative. Here's a cheap example I often give:

Say you're a small coffee house in Boston on a cold winter day. Get all of your baristas in winter jackets with your logo, and pass out free coffee at bus and subway stops in the morning. Put your Twitter handle and/or hashtag on the cups. Encourage people to take photos with the baristas and post them on social media with the hashtag. Tip off the local media and city bloggers what you'll be doing before you'll do it.

Beacuse if they have for exampe great blog, with nice content they can build up an relations ship or offer a added value for visitors and they can probably share the great content with another people.

To go with my Pizza Hut Israel example. What could the Pizza Hut branch down the street in Tel Aviv possibly publish on a blog that would be original and interest me? To go with Bob Hoffman's example, would you subscribe to and actively read the blogs of any of the companies that produce the items that are in your refridgerator? Most people would not. I barely have time to read all the feeds in my Feedly that I do follow.

Yes, sometimes "content" -- still, it's a stupid word -- is the answer. But sometimes it's not. Most of the people who think "content" is the answer to everything probably sell content production or content promotion services.

SEO is solving what visitors are doing on your website and how they perform with your real goals like signups, content consuption, find informations they need, relationship with customer, perform well vs. competition, onsite issues, ux, ui, lower bounce rate, higher conversion rate, etc. Tell me now how you gonna do this with just "traditional mix".

"SEO" stands for "search engine optimization." That means optimizing your website to helps search engines to crawl, parse, index, and rank it. (That's on-page and technical issues.) Everything else is not "SEO," by definition. So much now goes into rankings that I even remove that part from the definition and classify it under "brand building" and more.

If "SEO" means everything, then it means nothing.

Likes?! Who is talking about likes in 2015?!

My boss. My CEO. Every client I ever had in the past. Sure, we talk amongst ourselves about how "likes" are just vanity metrics now and really don't matter. But in the real world, people value those numbers. My boss wants our "likes" to exceed those of the competition because it looks better to various external parties.

Of course they did it with "traditional mix", but they will perform way better when they do proper social media communication

Not waste your time with online and before is good to learn something about SEO, social, ... Good to know -> basics, KPIs and goals within. :)

This statement is saying that you knowledge about SEO is very poor or let's say only on a surface, but today I don't have much time to write.

""SEO" stands for "search engine optimization." That means optimizing your website to helps search engines to crawl, parse, index, and rank it. (That's on-page and technical issues.) Everything else is not "SEO," by definition. So much now goes into rankings that I even remove that part from the definition and classify it under "brand building" and more. If "SEO" means everything, then it means nothing."

Social media communication is the same communication as it is mentioned in your article (same proces), but as a tech marketing channel includes many types of formats, different channels under word "social" - each channel got own ad system, own system of promoting the content or spreading the message. That means only team of great journalist is not enoguht. You'll have to have social media specialist, copywriter, ad specialist, someone who understand technical part on each social network (how to optimise it in right way to get best outcome), ... Best is to have on parson to handle it all and then they can your outbound marketing to communication and marketing on social media.

Why communication? We communicate one way or two way.

One way -> content, posts, ads (with great targeting & retargeting options), visual communication, pins, tweets (that contain different conent), ... and we can multiple result with better targeting on ads and viral content that give us really great reach with way better price than in PR and we can easily combine. Two way -> comments, messages, retweets, polls, reviews, ratings, apps ... and probably this cannot be made by great journalist only as you'll trying to say.

Via social network we are building relationship with our customers, foloowers etc. and you are totally wrong with looking only on likes. If you have a tons of likes and you don't know how to handle communation with people there in rgiht way your outbound result are for nothing online.

With proper social strategy & communication we can reach (and multiple result of any other activity like media coverage, SEO, etc.):

This statement is saying that you knowledge about SEO is very poor or let's say only on a surface, but today I don't have much time to write.

No. For example, I was doing "SEO" years before I knew anything about PR. I started my marketing career in SEO.

It's that no one takes the time to define their terms, so people call certain activities "SEO" that are not "SEO."

Take the definition of "publicity" (included in my article) -- "gaining public visibility or awareness for a product, service, or your company via the media." If I publish an article on behalf of my company in a technical publication for system administrators that also refers to a resource on our website (and the link is one of the least-important reasons for the article), then by definition that is doing "publicity." It's not "SEO" or "linkbuilding."

That's why 99% of good "linkbuilding" is just doing publicity by other names. But no one wants to admit that because if they did, then clients would start to realize that they should hire publicists rather than "linkbuilders."

Please if your CEO, client is talking about a likes, you'll have to be professional and have to learn them that they are wrong ... but you look like you are on the same ship and you cannot help them.

I agree that "likes" are somewhat vanity metrics. But an old client of mine, the VP of Marketing at a mobile ad network, had a point. The CEO was obsessed with "likes" for this reason: If he has 50% more "likes" than his competitor, then that would make the company seem more valuable if he would ever decide to sell. Tens of thousands of "likes" might add tens of thousands of dollars or more to the sale price.

Yes, it's BS. But still, that's the real world, and we have to live and work in it.

"People don't understand publicity. Everyone thinks its going out and hiring an expensive PR firm or agency. Nope. It can be very cheap -- you just have to be creative. Here's a cheap example I often give: Say you're a small coffee house in Boston on a cold winter day. Get all of your baristas in winter jackets with your logo, and pass out free coffee at bus and subway stops in the morning. Put your Twitter handle and/or hashtag on the cups. Encourage people to take photos with the baristas and post them on social media with the hashtag. Tip off the local media and city bloggers what you'll be doing before you'll do it."

I am not saying this is not working at all, but I am saying it is still 50% of whole potential without proper usage within online strategy. Why to not for no extra effort extend it with our own blog blog, viral content such a photos or tagging event via social, atc. Why not optimise process how people will interact with our social profile, website, local search profile, and so on that I am sure will happen afterwards the promoting the restaurant. And this is a part of SEO job how to take advantage of that situation that happen aftewards. Why not use the attention I am creating for better performance.

Who will understand and handle opportunities after this such activity? Journalist will optimise your website or setup a strategy how to help people to come across whole funnel? And there's a tons of things to do around.

Why to not for no extra effort extend it with our own blog blog, viral content such a photos or tagging event via social, atc.

That's my point -- including photos and social media is done within publicity campaigns. That's why I say people need to think about the entire workflow process that I described.

If people decided that publicity is the best promotion tool to use, then execute a publicity campaign with whatever "content" and communications channels will be best to use.

The answer to a marketing question is not "content" or "social media" or whatever. It's "direct marketing" or "sales promotion" or "personal selling" or "advertising" or "publicity" -- whatever promotion mix will be best. Once the promotional mix is decided, then it is executed be creating creatives and marketing collateral and then transmitting it over channels.

@samueljscott Great piece of writing I must say that. There is no doubt about the link between both mode of marketing. I have seen the business do struggle with the coordination of both side team. Which ultimately leads a lack of mutual strategy. I do agree with We SEO and Digital marketer must need to learn the concept and approch of outbound marketing.

Hey man, Thanks for the great article . It was a well written high quality article. Just one questions that I always have and also always had issue with it is the advertising through publicity. How can we for instance appear in tv shows or appear on a press releases . What actions do i need to take. How do i need to approach lets say a popular breakfast tv show such as what the pizza restaurant did and ask them to put me on their show.

How can we for instance appear in tv shows or appear on a press releases . What actions do i need to take.

Well, that's a very big question! TV talk shows, just like the major media outlets, get hundreds or thousands of press requests a day. It's very hard to break through. TV show producers instead often scan the headlines to find interesting guests. So, if you can get major media coverage, they may actually contact you. The way around that is to hire a publicist who personally knows a producer at a TV talk show -- but they are expensive.

In terms of how to get media coverage, I'd suggest taking a look at my Moz post on PR 101 for digital marketers. It walks through the overall ideas and shows the step-by-step process of a publicity campaign. Good luck!

I think this is interesting, branding and marketing messages can get spread throughout different channels, but really good social marketing gets interaction from the users, and maybe getting the visitors to create/remix material for your brand. That said, seo is a branch of marketing that could have several branches. One branch is the outreach and relationship building required to build quality links and get articles written about your product. There is also a technical side to it that requires looking at numbers, seeing how changes effect ranking etc. That said, it is a whole new world and it is fun to dip your toe in the pool.

Great Read! As you basically stated in your article, marketers must know how to strike the right balance between the two methods of marketing. I also think that a lot of the, now proverbial, hyberbolic talk about TV, advertising and just all traditional forms of marketing in general dying out can be attributed to a more forward looking, foretelling of millenials' habits.

Millenials are in place for a 'take over' as baby boomers will naturally pass the torch of dominance and population space to millenials. So in.... 30-40 years, the notion of these traditional marketing methods dying out or simply losing their mass appeal may actually be manifested because millenials' habits and inclinations are drastically different from their predecessors. Its still smart to put heavy research, thought and testing into the marketing of the future so that when we get there fully, it will be a seamless, natural transistion for us..... Love this article!

However, I must perhaps disagree with your comments on Millennials versus Baby Boomers. Marketers have a tendency to become enamored of whatever is new -- it's a cult of worship of the young. If Generation Y, for example, is moving away from Facebook and towards Instagram, then everyone starts talking about how companies need Instagram strategies.

But that's wrong.

For various economic and societal reasons in the United States (I don't know about elsewhere), Millennials are broke and Baby Boomers have all the money. Yet luxury car companies (in one example I remember somewhere) are marketing towards Generation Y -- even though Millennials overall have no money to buy cars and have less of an interest in car ownership in general.

It doesn't make sense for that car company to abandon Baby Boomers because they have money and they are not going anywhere. From having the money to afford great health care to technical advances that will likely extend life-spans in the coming decades, the Baby Boomers will likely dominate the economy scene. And marketers cannot ignore that.

Well let me say that I am 67 years old in November and been in sales and marketing in the IT industry (hardware software and services globally) I this article I can assure you is ABSOLUTELY spot on!! At last there is someone out there who REALLY understands that one cannot ignore what is being called traditional marketing. A brilliant piece of work.. I am still out there selling and having worked for both lead generation companies and digital agencies.. both come up with value propositions that have no regard for what is being said in this article and many have no clue about how to present in this way.. probably coz they weren't born when I was lol. . Brilliant piece. Thank you. Will definitely follow u guys

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